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Cypress-based Baja Fresh gives away 50,000 burritos in Facebook promo
The company’s social media strategy yielded better than expected results...
Published: August 04, 2009 10:32 AM
Baja Fresh Mexican Grill, the quick-casual fresh Mexican chain, gave away over 50,000 free burritos with the purchase of a regular drink, the result of a runaway coupon posted on its Facebook page.
The massive give-away, which created a 75% increase in guest traffic to Baja Fresh restaurants, was intended to thank 1,800 loyal fans for their support. While the company did not anticipate the overwhelming response to the Facebook Free Burrito Promotion, Baja Fresh President Charles Rink declared, “July 22nd was one of our most challenging and rewarding days in recent history. Overall the promotion was a success.”
Having anticipated only 1,800 of the over 50,000 burritos given away, Baja Fresh reports that were some disappointed guests. The company is working aggressively to ensure all customers who tried to redeem the Facebook coupons are contacted and provided with the company’s best effort to deliver the promotional offer. According to Charles Rink, “The response from most guests is very positive.”
Commenting on the viral nature of the social media campaign, Mr. Rink said, “Through this promotion we have learned about the power of a relatively new social media and the important role it will continue to play in marketing Baja Fresh. We now have a strong foundation of followers on both Twitter and Facebook and look forward to the continuous growth of our online community.”
Readers Feedback:
Nice Viral Marketing.
Comment at 8/4/2009
Nice social media campaign
Comment at 8/4/2009
sometimes people never learn. Do they not remember KFC?
Comment at 8/4/2009
I finding it almost shocking that companies are still learning the power of Social Media. There are so many classic examples of things like this going awry - most recently the KFC promotion that Oprah started. But, I will say, it is good to see that for once a company is thrilled at a runaway success rather than making excuses and doing damage control. They did their best to honor the coupons and want to go forward engaging their audience instead of running scared.
Comment at 8/4/2009
Reminds me of what happened to KFC. People like free.
Comment at 8/4/2009
wow. nice return. how long was the coupon posted? hours? days? week?
Comment at 8/4/2009
I started promoting myself on "social media" 10 years ago before the phrase was coined. I belonged to several photography sites on line and set up a portfolio where I regularly engaged with other like-minded photographers. I find it comforting to know that so many people in my list of friends and family that claimed I was wasting my time have suddenly been telling me "Hey, that twitter thing you do is apparently all over the news". It's good to know I can come out of the "social media" closet now and hold my head proud for my "bad habit" is now "main stream" ;)
Comment at 8/4/2009
great idea but i would rather eat pizza!
p.s. tina borgatta is cute!
Comment at 8/5/2009
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The massive give-away, which created a 75% increase in guest traffic to Baja Fresh restaurants, was intended to thank 1,800 loyal fans for their support. While the company did not anticipate the overwhelming response to the Facebook Free Burrito Promotion, Baja Fresh President Charles Rink declared, “July 22nd was one of our most challenging and rewarding days in recent history. Overall the promotion was a success.” Having anticipated only 1,800 of the over 50,000 burritos given away, Baja Fresh reports that were some disappointed guests. The company is working aggressively to ensure all customers who tried to redeem the Facebook coupons are contacted and provided with the company’s best effort to deliver the promotional offer. According to Charles Rink, “The response from most guests is very positive.” Commenting on the viral nature of the social media campaign, Mr. Rink said, “Through this promotion we have learned about the power of a relatively new social media and the important role it will continue to play in marketing Baja Fresh. We now have a strong foundation of followers on both Twitter and Facebook and look forward to the continuous growth of our online community.” |
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Readers Feedback:
Nice Viral Marketing.
| Comment at 8/4/2009 |
Nice social media campaign
| Comment at 8/4/2009 |
sometimes people never learn. Do they not remember KFC?
| Comment at 8/4/2009 |
I finding it almost shocking that companies are still learning the power of Social Media. There are so many classic examples of things like this going awry - most recently the KFC promotion that Oprah started. But, I will say, it is good to see that for once a company is thrilled at a runaway success rather than making excuses and doing damage control. They did their best to honor the coupons and want to go forward engaging their audience instead of running scared.
| Comment at 8/4/2009 |
Reminds me of what happened to KFC. People like free.
| Comment at 8/4/2009 |
wow. nice return. how long was the coupon posted? hours? days? week?
| Comment at 8/4/2009 |
I started promoting myself on "social media" 10 years ago before the phrase was coined. I belonged to several photography sites on line and set up a portfolio where I regularly engaged with other like-minded photographers. I find it comforting to know that so many people in my list of friends and family that claimed I was wasting my time have suddenly been telling me "Hey, that twitter thing you do is apparently all over the news". It's good to know I can come out of the "social media" closet now and hold my head proud for my "bad habit" is now "main stream" ;)
| Comment at 8/4/2009 |
great idea but i would rather eat pizza!
p.s. tina borgatta is cute!
| Comment at 8/5/2009 |
